E.J. ha usato il servizio di Airbnb per dare in affitto la sua casa durante una settimana di assenza. Pensava di racimolare qualche soldo mentre era via. Quando è tornata ha trovato la casa devastata, derubata, danneggiata. Una storia d’orrore (UsaToday), per lei, e ne ha parlato sul blog.
1. Most people will believe a batshit crazy customer over a nice businessman.
I’m sure at AirBnb they think this lady is batshit. But if you are
working at a company, remember this, that batshit crazy customer is far
more believeable than anything I’ve seen come out of AirBnb all week.
2. Have a single point of contact: the CEO.
Part of this crisis got worse because numerous people have been
speaking to the press. The first thing you should do if you are in a
crisis is appoint ONE PERSON to speak to the press and represent the
company. That person should be the CEO. Not Paul Graham. Not the PR
team. Not some VP. Not friends. Not off the record sources. Not anyone
else except the CEO. Fire anyone INSTANTLY who does not listen to the
CEO and stop talking to the press. Stop everyone from Twittering,
Google+’ing, Facebooking on the topic EXCEPT to point everyone to the
3. The CEO should NOT use exclusively use press to argue out his case.
Why not? The press has goals that might not align with cleaning up the
crisis. Instead, the CEO should USE VIDEO! Why video, instead of text?
We can tell whether you are lying or not. When I see text I can’t tell,
but video is far more convincing. Look at how Domino’s CEO responded to a
crisis: http://youtu.be/s-gvs2Y2368 AirBnb should have done this. They still should do this.
4. Fix the freaking problem.
Make it completely go away. If you don’t understand what this means,
completely means, well, completely. Does it cost a million dollars to
make this customer whole? Do it. Your business will live to see another
day. Don’t argue about it. Do it. Look again at Dominos Pizza’s video: http://youtu.be/s-gvs2Y2368
Come out with new policies. A new attitude of humbleness, etc. Dominos
did (they actually totally changed their pizza to the point I actually
like it now).»